Even Charlie Crist's most ardent naysayers concede he's one of the country's best retail politicians.

He's got charm, charisma and a Bill Clintonesque-appeal, they'll admit. He loves the camera, and the camera, with his shock of white hair and George Hamilton tan, loves him. On the street, at airports or in line at the grocery store, Crist --- the self-appointed "People's Governor" --- works the room with relish, shaking hands, patting backs and handing out his cell phone number like candy.

Gov. Rick Scott couldn't be more of a contrast. He appears awkward on camera and in person. He jets around the country courting corporate honchos to bring their business to the Sunshine State. His staff's attempts to humanize the former health care executive by dressing him in button-down shirts with the sleeves rolled up failed. Instead, they've turned to tweeting pictures of Scott and his wife Ann with their grandsons.

Research shows that the more likeable a candidate is, the better his or her chances of getting elected.

But will Crist's affability be enough to offset the $100 million Scott's backers have pledged for the campaign, much of which will go to tear down Scott's presumed challenger in the battle between two Florida chief executives?

"As much as we like to think of ourselves as very rational people who look at all the evidence, a lot of times what we end up doing is making very emotional reactions to people," said Lee Budesheim, a psychology professor at Creighton University in Nebraska whose research includes the role likeability plays in elections.

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